Scoring Points - How Tesco Continues to Win Customer Loyalty (Paperback, 2nd Revised edition)

Swiping a grocery store's loyal-customer card has become second nature to shoppers these days. "Scoring Points," one of the seminal marketing books of the last decade, tells the story of how British supermarket chain Tesco conceived, launched and developed its hugely successful Clubcard program -- and transformed itself into a winning brand. Authors Clive Humby and Terry Hunt, two key members of the project, and Tim Phillips, a leading business writer and broadcaster, bring a compelling, behind-the-scenes account of Clubcard -- the successes, failures and lessons learned. They show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed, thanks to vision, a strong team ethic and a company-wide commitment to customer satisfaction. It includes three new chapters, including an examination of the US retail market and the authors' work with both Tesco and Kroger.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Release date:	August 2008
First published:	2008
Authors:	Terry Hunt
Dimensions:	234 x 155 x 20mm (L x W x T)
Format:	Paperback
Pages:	294
Edition:	2nd Revised edition
ISBN-13:	978-0-7494-5338-1
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Business & management > Sales & marketing > Customer services Promotions
LSN:	0-7494-5338-9
Barcode:	9780749453381

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